Consumption behaviour is an interdisciplinary field of study which applies theories from multiple disciplines to the activities
and processes people engage in when choosing, using and disposing of goods and services. The purpose of this course is to
provide a basic review of the theoretical foundations of aspects of consumption and consumer behaviour and to demonstrate
their applicability to marketing management. The course is designed to allow participants to bring their own background and
interests to bear on the review and application of the theories underlying consumer behaviour.

A comprehensive review of measurement theory, including issues such as construct definition, scale development, validity and
reliability. Applicants of measurement principles will be demonstrated, particularly as they relate to experimental and survey
research design.

This course introduces students to the theory, concepts and application of structural equation modeling. Topics covered include
path analysis, confirmatory factor analysis and measurement models, latent variable modeling, multi-group modeling, and measurement
invariance testing. Emphasis is placed on applying the principles of SEM to the creation and testing of theoretically driven
models using both categorical and continuous data.

A review of the nature, importance and validity issues associated with qualitative research. Topics include theory and tactics
in design, interpersonal dynamics, analysis of interaction and transcripts.

A theoretical understanding of marketing, including philosophy of science and marketing, a history of marketing thought, market
orientation, marketing strategy theory, modeling, social marketing, and ethical issues in marketing.

This course is designed to increase depth of knowledge of marketing by helping the student understand how marketing theory
can directly affect marketing practice and firm performance. As this is an MSc course and NOT an MBA course, there is an expectation
that the level of critical thinking and knowledge growth falls within the realm of the science of marketing and/or the empirical
nature of marketing research and is not simply about marketing practice.

Course will cover major marketing decisions and the analytical tools to make decisions for business solutions. Topics and
tools include market segmentation, targeting and positioning, new product design and forecasting, marketing mix and resource
allocation and customer life time value.

This course will survey the key issues related to doing business internationally including the cultural context for global
business, cross border trade and investment, ethics, the global monetary system, foreign exchange challenges and effectively
competing in the global environment.

Restriction(s):

Non MBA/MA Leadership students only by permission of Executive Programs Office.